The TradeMarke

On this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Rich Harshaw, founder of Level 10 Contractor and author of Unlocking Unlimited Lead Flow, to break down the exact strategies contractors need to win online. Rich shares proven insights from decades in the home services and remodeling industry—helping companies grow from $5 million to over $150 million in revenue. You’ll learn why most SEO agencies underperform, how to evaluate an SEO provider before hiring them, and the powerful “geo keyword pair” method for dominating local search results. Rich also dives deep into brand identity, storytelling, and how to integrate your unique message across every marketing channel—from websites to TV ads. Whether you’re an HVAC, plumbing, or remodeling business, this episode is packed with practical, real-world advice to help you rank higher, convert more leads, and create a brand your customers will remember.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with Mike Zeppetello from Powerhouse Consulting Group to explore the role of data integrity, CRM strategy, and Marketing Pro in driving real growth for home service companies. Mike shares his journey from growing up in a family handyman business to leading marketing strategy at Powerhouse. He breaks down why trades businesses must stop seeing their CRM as a digital filing cabinet and start treating it like the central nervous system of their operations. Whether you're using ServiceTitan, Marketing Pro, or another CRM, you’ll learn: Why your data might be hurting your marketing more than helping How to build a data-driven culture across CSRs, techs, and comfort advisors The top campaigns to automate right now for retention and remarketing How to avoid bad customer experiences with misfired emails or SMS When (and why) to bring in experts like Powerhouse to optimize your setup If you're serious about scaling your HVAC, plumbing, or electrical business with smarter, more strategic marketing—this one’s for you.

In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with Marcus Piazzisi, founder and CEO of Viirl, to dig into the real-world strategies that drive results in home service marketing. From bootstrapping his agency with maxed-out credit cards to building a multi-million-dollar business, Marcus shares how Viirl became a major player by focusing on performance, not fluff. The conversation covers everything from local lead generation and agency selection to tech stacks, reporting transparency, and how AI is reshaping operations across the trades. Plus, they talk about the importance of nurturing existing customers, planning for the slow season while you're in the busy one, and why “proximity is success” when it comes to in-home service opportunities. If you’re a contractor, marketer, or agency pro in the trades, this episode will challenge how you think about marketing ROI, tech integration, and business strategy in today’s fast-moving climate.

In this episode of The TradeMarke Podcast, we’re joined by Ryan Englin, CEO of Core Matters, to explore his proven strategies for hiring better people and building stronger businesses. Ryan shares his Core Fit Hiring System, designed to attract top-tier applicants, reduce turnover, and create engaged, long-lasting teams. Learn how aligning hiring practices with your company’s core values can improve retention, enhance employee satisfaction, and drive business success. Whether you’re struggling with high turnover or looking to improve your hiring process, Ryan’s insights provide actionable steps to create a workforce that wins.

In this episode of The TradeMarke Podcast, Sarah Ghirardo sits down with Jenny Benbrook, co-founder of Powerhouse Consulting Group, for a deep dive into tech strategy for contractors. Jenny shares the origin story of Powerhouse, how they’ve scaled to a 30-person team, and the growing need for thoughtful tech implementation in the trades. From ServiceTitan to third-party tools, the conversation covers it all: how to reduce wasted spend, build a scalable tech stack, and align technology with your company’s growth goals. If you’ve ever felt overwhelmed by software options or unsure if you're getting your money’s worth from your tech investments, this is the episode for you. You’ll learn: Why contractors are spending more on tech but seeing lower margins The difference between tech support and strategic consulting How Powerhouse helps contractors build a custom roadmap for growth Whether you’re a one-truck shop or scaling past eight figures, this episode will help you rethink your relationship with technology — and grow smarter, not harder. Listen now and start turning your tech stack into your growth engine.

In this inspiring episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down live at AHR Expo with Krista Laden, Marketing & IT Director at Gulf Shore Air Conditioning and a board member of Lady Titans. Krista pulls back the curtain on her 13+ year journey from admin assistant to leadership, revealing how she’s helped build a beloved, community-first brand without relying on Google Ads. Instead of chasing clicks, Krista focuses on what actually creates long-term business growth: relationships, reputation, and radical consistency. Here's what you'll learn: Why Gulf Shore Air invests in community sponsorships over paid ads How Krista uses time blocking to juggle business, Lady Titans, and raising two young kids The value of hyperlocal marketing—from sponsoring 5Ks to building parade floats Why she believes your real ROI comes from touching hearts, not just tracking clicks Her favorite branding campaign (hint: it includes a homemade shrimp boat and hot cocoa) How local publications and community awards helped build an HVAC brand people remember Why Lady Titans is one of the most powerful movements in the trades—and how to get involved Plus, we talk about how Krista is raising the next generation of trades kids by getting her family involved in the business, her top lessons from 13 years in the HVAC world, and how to lead with heart and hustle. Whether you're a seasoned marketer, a growing operator, or just trying to balance your calendar, this episode is packed with tactical tips and heartwarming lessons on making your mark in the trades—without burning out or selling out.

In this episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas are joined by Dave MacDonald, founder of the Better Together Group, to talk about one of the most important (and most overlooked) aspects of growing a successful trades business: hiring and managing people who actually give a damn. Dave shares his no-fluff philosophy—WTF: Work hard, Tell the truth, Finish the job—a mantra that’s guided his leadership for over two decades and helped over 6,000 workers find purpose-driven employment. If you're struggling with team accountability, dealing with burnout, or feeling stuck in “wimp junction” (a term you won’t forget), this episode will hit home. Together, we explore: How trades business owners accidentally build underperforming teams The psychological toll of avoiding tough conversations—and how to overcome it Why firing everyone and starting over isn't a strategy (but Dave’s done it…) The three I’s of leadership: Intensity, Integrity, and Intentionality How personal relationships—especially with your spouse—can make you a better boss The power of peer groups and why every business owner needs one Plus, Dave offers some raw advice on how to stop sugarcoating performance issues and start building a team that actually finishes the job—even when you don’t. Whether you’re a trades leader with 50 employees or still wearing every hat in the business, this episode is packed with wisdom, grit, and hard-earned leadership lessons.

In this wildly entertaining and value-packed episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down with the one and only Derek Cormier, founder of Climate Experts in Melbourne, Florida. From a single truck to a projected $12M in revenue, Derek shares the exact playbook he's used to scale a multi-trade business covering HVAC, plumbing, and electrical — all while keeping things fun, raw, and remarkably real. Derek dives into: Why ductwork is the most overlooked opportunity in HVAC sales His regimented, quality-first inspection process (complete with attic sweats) How he's successfully leveraged AI tools like Rilla and Fireflies to improve sales training, operations, and leadership meetings The marketing strategies that actually work (spoiler: wigs, humor, and anti-boring TikToks win every time) What it really takes to gain buy-in from your team when introducing new tech How to differentiate your business in a saturated Florida market with Chuck-in-a-Truck competitors everywhere Why partnering with Home Depot was a game-changer, and how he made it profitable You'll also hear about Derek’s unconventional journey from being a Hollywood, FL police officer to building one of the most respected home service brands in the Sunshine State. Plus, his candid thoughts on review culture, SEO providers, and why leadership growth is the key to business growth. Whether you're looking to grow your trades business, stand out on social media, or just need a reminder that personality is profitable, this episode delivers.

In this powerhouse episode of The TradeMarke Podcast, hosts Eric Thomas and Sarah Ghirardo sit down with Ryan Chute—Wizard of Ads partner, strategic branding guru, and co-founder of The Difference bourbon with Chris Voss—for a no-holds-barred deep dive into what really makes marketing work in the trades. Ryan doesn’t just talk strategy—he lives it. From founding an invite-only bourbon society to orchestrating marketing campaigns that punch through the noise, he’s on a mission to help businesses become unforgettable. In this conversation, you’ll hear how Chute breaks down the three essential components of a winning marketing mix: brand messaging, sales activation, and points of entry. He challenges the industry’s obsession with pay-per-click and exposes why cheap tune-up offers are often just gimmicks that lack authenticity and long-term effectiveness. Key takeaways from this episode include: Why truck wraps and flashy visuals are only 10% of your brand—and what the other 90% really looks like How to craft brand messaging that creates emotional resonance and stays top-of-mind until your customers need you What the “doom loop” is—and how to avoid overspending on marketing that doesn’t move the needle How audio, frequency, and visual alignment play a bigger role in conversion than most realize The psychology behind effective advertising (and why being “nuts” might be the best marketing move you can make) Why words like franchise can become powerful triggers when baked into a strategic campaign Real-world results from brands that pivoted from performance marketing to emotional storytelling—and tripled their growth Ryan also shares inside stories from the Wizard of Ads network and why most marketing campaigns fail not because of poor execution—but because they never had a real strategy to begin with. Whether you’re a seasoned marketing pro, an HVAC business owner, or just a bourbon-lover curious about branding, this episode will reshape how you think about advertising. 🎧 Listen now to hear why the best brands don’t wait until people need them—they own the conversation long before that moment arrives.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with the brilliant duo behind Titan Advisor Gurus – Jess Kralemann and Kim Rahn – to dive deep into the hidden power (and common pitfalls) of ServiceTitan. Jess, the marketing systems expert, and Kim, the operations and accounting wizard, share their insider tips on how contractors can unlock the full potential of ServiceTitan. From Marketing Pro setup, SMS automation, and underused tools like postcards, to the complexities of membership billing, data cleanup, and price book overload, this conversation covers it all. If you're struggling with unsold estimates, buried campaign numbers, or accounts flooded with duplicate customer records, Jess and Kim break down how to streamline your processes, organize your CRM, and finally start seeing ROI from your ServiceTitan investment. You’ll also hear: Why most contractors fail to fully implement Marketing Pro The real cost of poor accounting setup How data hygiene is just as important as personal hygiene Why onboarding the right way saves you time and money later And how to start winning with automation – one button at a time Whether you're just onboarding with ServiceTitan or looking to optimize your current setup, this episode is packed with practical advice you can take action on today. 🎧 Tune in, laugh a little (yes, even about taxes), and walk away with the clarity you need to level up your business operations.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas welcome industry legend and current Chairman of ACCA, Eddie McFarlane, for a candid, insightful, and inspiring conversation on the future of the trades. With over 25 years of experience in HVAC—from starting as a helper in the field to co-founding Schedule Engine, and now leading Sealer Services and shaping national HVAC standards at ACCA—Eddie brings unmatched perspective on what it takes to lead and thrive in today’s rapidly evolving industry. Together, we dig into the big issues contractors are facing today: the refrigerant transition (R-454B vs R-32), regulatory uncertainty, inflation-driven pricing shifts, and the real consequences of misinformation spreading through Facebook groups and online forums. Eddie outlines why now, more than ever, HVAC leaders need to step up, seek real answers from trusted sources, and lean into their communities for support—not panic. He shares ACCA’s evolving mission to equip contractors with the education, engineering standards, and advocacy they need to stay ahead, including updates on load calc protocols, quality installation guidelines, and refrigerant handling best practices. You’ll also hear why contractors must shift from reactive mode to proactive leadership, and how to do it. Plus, the episode explores SalesPro, a new human-first training platform built by industry veterans like Eddie, Sarah, and Jerry Rollins. Far from your typical sales course, this tool is rooted in empathy, mental health, real-life experience, and the idea that your best salespeople aren’t born—they’re built. Whether you’re running a $2M or $20M shop, managing a growing team, or just want clarity during uncertain times, this episode is packed with takeaways: How to forecast smarter and communicate better with your distributors What contractors should be telling customers right now Why collaboration, not isolation, is the key to future-proofing your business The power of quality installations and third-party validation in today’s market The difference between healthy conflict and toxic relationships—in sales and leadership If you're in the trades, this is a must-listen. And if you’re not yet plugged into ACCA, now’s the time. 👉 Don’t forget to subscribe, leave a review, and follow us for more unfiltered conversations on the intersection of trades and marketing.

In this episode of The TradeMarke Podcast, we sit down with Jonathan Mast from White Beard Strategies, an AI enthusiast and automation expert, to explore how artificial intelligence is reshaping the marketing landscape. Jonathan breaks down the tools and strategies that can help businesses of all sizes thrive in this new era of data-driven decision-making and automation. Discover the latest trends in AI-powered marketing, the opportunities many businesses are missing out on, and how to integrate these innovations into your brand-building efforts. Jonathan also shares his vision for the future of marketing roles and the skills you need to stay ahead in a rapidly changing industry. Whether you’re a seasoned marketer or just getting started, this episode is packed with actionable insights to help you harness the power of AI for your personal and professional brand.

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas sit down with legendary sales trainer Jerry Rollins—the founder of the Be Good Do Good Group and one of the most respected voices in home service sales coaching. From managing restaurants and opening 14 Longhorn Steakhouse locations to training thousands of technicians and CSRs across 27 states, Jerry shares the mindset, systems, and stories that have helped him transform sales teams and grow businesses nationwide. You'll hear: How Jerry uses real-life ride-alongs and AI tools to refine team performance Why consistent processes beat talent alone The story behind the $8,000 sale that made it all worth it The importance of building trust in the home His thoughts on mindset, leadership, and giving back to the trades Whether you're a business owner, service manager, or frontline salesperson, this episode is packed with tactical advice and inspiration to help you grow your business—and your people. 📲 Connect with Jerry: jerryrollins@bgdggroup.com

Join hosts Sarah Ghirardo and Eric Thomas on The TradeMarke Podcast as they dive into an inspiring conversation with Michael and David Katz from Trio Heating, Air, and Plumbing. In just three and a half years, the Katz brothers transformed their HVAC business from startup to a projected $15 million in revenue, thriving in the competitive San Jose market. Discover their actionable strategies for overcoming slow seasons, leveraging AI for customer engagement, and mastering door-knocking campaigns that drive leads without breaking the bank. From incentivizing technicians to building customer loyalty through memberships, this episode is packed with practical tips for trade professionals and marketers alike. Key Takeaways: Proven slow-season tactics, including outbound campaigns and quality control check-ins. How to use platforms like Thumbtack and Yelp to boost lead conversion. The power of shop tours and learning from industry peers to scale your business. Creative ways to motivate your team with bonuses and competitions. Why speed to implementation is the key to staying ahead in the trades. Whether you're a trade business owner, HVAC professional, or marketing expert, this episode of The TradeMarke Podcast will equip you with the tools to grow your business and dominate your market. Tune in now for game-changing insights and don’t miss out on connecting with Michael and David for a shop tour at Trio Heating and Air!

In this episode of The TradeMarke Podcast, hosts Sarah Ghirardo and Eric Thomas dive deep into the world of customer service with Michelle Myers from The CSR Academy. Discover why Customer Service Representatives (CSRs) are the backbone of your trade business and how investing in their training can transform customer experiences and boost your bottom line. Michelle shares actionable insights on navigating consumer expectations, building resilience, and creating a culture of growth through innovative training programs like The CSR Academy. From ride-alongs with technicians to mastering empathy on tough calls, this episode is packed with strategies to empower your CSRs and elevate your brand. Tune in to learn how to turn every customer interaction into a win for your business! Visit csracademy.com for more on their game-changing events and community.